What is Account Based Marketing?
Account based marketing (ABM) is a marketing approach mostly adopted by b2b marketers. It is a personalized marketing approach. It could be defined as
“The selling of some certain products to some limited people is called account based marketing”
In account based marketing, you target limited and particular accounts. You don’t aim to get exposure to maximum people. You focus, concentrate and work for very few accounts.
Why Account Based Marketing?
B2b companies mostly go for account based marketing where you collaborate with large but limited accounts. Account based marketing is preferred over other marketing approaches by b2b marketers because it offers the following benefits.
Higher ROI
Stats show that ROI for account based marketing is better than any other marketing strategy for b2b marketing. As your targets are not many accounts, you send personalized messages rather than general messages to the targeted audience instead of random audience so this result in higher return on investment.
Minimum Risk
In account based marketing, your focus are limited accounts. The chances of wastage of time and resources is comparatively lesser than other marketing tactics. In account based marketing, you pick highly trusted accounts so the chances of spam and fraud are also reduced.
Personalization
Time has proved that people love personalized messages. The reason behind the success of email marketing is also personalization. General messages don’t leave that good impact which personalized messages do. As in b2b account based marketing your targeted audience is limited so the research work becomes easy and the results are desired.
Easier Analysis
In account based marketing, your concentration and focus is not distributed between so many accounts. You get time to completely focus on your limited accounts. You could carry thorough analysis more frequently. The individual attention to all accounts help in developing more better strategies and the achievement of goals becomes easier.
Techniques for Account Based Marketing
In account based marketing, your targets are different organizations, not an individual so you have to work differently for it. Here are some account based marketing ideas which will help you.
Selection of Appropriate Account
This lays the foundation of your ABM campaign. Carry both qualitative and quantitative research to choose the best accounts to work with. And for this, you need to know your skills and goals. Select the accounts which have the maximum attributes according to your demands. If you have done a mistake in this step and fail to choose the appropriate account then you are going to face so many troubles in the future. Account based marketing case study helps you in better selection.
Gathering Information of Selected Accounts
Now once you have targeted the accounts the next step is to get maximum knowledge about them. And for this, your CRM team has to carry thorough research. You can also communicate with people who have contacted them before, this will give you more authentic information. Getting knowledge about them will allow you to present yourself to them according to their required criteria. Account based marketing companies have been built to ease your work.
Content Creation
Now the time has arrived to directly contact that organization. Create content which reflects that how well you understand their business. Convince them that you will prove the best option to solve their problems. A strong content can impress them and weak content can destroy your image so you need to remain careful with this.
Selection of Right Channel
There is no use of the amazing content if it does not reach your target. Choose the medium which is more frequently used by these stakeholders. Choosing the right medium to communicate is an important account based marketing strategy.
Our Execution of Account Based Marketing
Here are some account based marketing best practices. We follow these steps for ABM.
Targeting Accounts
Our team will collaborate with your team to gather the data of different buyers. We will research and analyze complete client history. We will shortlist those accounts that suit best to your services. Knowing your strengths and skills we will help you target the most appropriate accounts.
Collection of Information
Making the use of artificial intelligence and other account based marketing software we carry out thorough research to know the interests and priorities of clients. This helps in offering the required and desired services. Relevant messaging which contains the solutions to the client’s problem will compel them to collaborate with you. We as an account based marketing agency help you in collecting relevant data.
Relationship Building
Once you have targeted the right audience now you need to win their trust. You need to build a strong customer client relationship with them. This requires time, skills and consistency. Our team executives run lead nurturing campaigns through different platforms to increase your credibility.
Promotion
After creating SEO optimized content still, your job is not done. You have to search and choose the best platform for its publication. The platform which has the maximum chance to drive your desired audience. We do this job for you. Other than sending personalized messages we try to promote you on platforms that are widely used by your desired audience.
Appropriate Communication
People are attracted by those who present themselves in the best manner. In business marketing, you must hold a strong communicating skill. We help you to get in touch with your audience in an impressive manner. According to the nature of your business we target the desired audience, choose the most appropriate platform for communication and develop appealing content to attract the audience. We ensure to deliver what you want.
Conversion
Account based marketing is a time consuming process. You don’t get spontaneous results. You have to remain patient and consistent. But once you seek their attention now you can turn them into long-term partners. Understand and solve their problems with dedication. Provide them with solutions that work for them. Reach their satisfaction level. We help you do all this. Our consultants, analysts, and strategists provide the best guidelines to get success. Account based marketing tools also help in knowing the estimate of success.
Our team comprise of certified and trained experts. We have a vast experience in dealing with b2b customers. We understand the challenges of different industries and come up with the best marketing sol marketing.